SCRM Professional Agenda

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Agenda

Day 1

Morning Session
8:30 - 9:00
Continental Breakfast

9:00 - 9:30
Welcome and Overview
Bruce Culbert and SAP, Host

9:30 - 11:00
Social CRM Strategy, Paul Greenberg
The customer has changed. They have become social. While that may seem to be nothing more than a word, it actually has been a call to action for businesses, because the customers are more demanding, increasingly empowered and less trusting of the businesses that they are dealing with on a regular basis. What that means is that companies have to find new ways of dealing with their customers – ways that may not have been apparent as little as four years ago. Businesses now have to develop CRM strategies that on the one hand support the operations of their business but on the other engage the customer – and then figure out how to enhance the customer’s experience in a way that makes that customer an advocate. Satisfaction is not the key; loyalty is the fallback. Find out about a Social CRM Strategy – one that handles your business – with the support and involvement of that customer. needs.

11:00 - 11:15
Break

11:15 - 12:00
Social CRM Strategies (Continued)

12:00 - 1:00     Lunch

Afternoon Session

1:00 - 1:20     SAP Presentation: "The Customer Experience Edge"

1:30 - 3:00
A Social CRM Framework, Esteban Kolsky
There is no doubt that your organization will have to get a Social CRM strategy, and then implement it. The Social Customer – the social world – is not going to wait until you figure out what to do with the strategy you just created. What are the next steps? How do you implement the strategy? What are some of the best practices, and pitfalls, we experienced when adopting and embracing social CRM at the corporate level. This presentation will give you the framework and the steps to build it, to analyze your needs, your presence, and the path to move it to the next level. Of course, we cannot even begin to look at the framework without understanding first where the customer fits, and how it interacts in the design.

3:00-3:15       Break

3:15-4:15       SCRM Framework Exercise

4:15-5:00       Day One Summary

6:00-9:00       Evening Dinner, Hosted by Teradata

Day 2

Morning Session
8:30 - 9:00
Continental Breakfast

9:00 - 9:30     Jive Software Presentation

9:30 - 11:00    Reaching the Social Customer: It’s SMarketing. Dr. Jeff Tanner

Today's customer doesn't want to be sold to. But then, neither did yesterday's. The only difference is the empowerment brought about by social media. There's more to social media than simply 'being there.' What's changed is:

1) The relationship between marketing and sales (or merchandising, in the retail world)

2) The channels prospects and customers prefer, by stage of decision

3)The Referent Power of One.

In this session, we explore how companies reach, attract, and retain the highly-empowered social customer.

11:00-11:15    Break

11:15- 12:00    Panel Discussion

12:00- 1:00    Lunch

Afternoon Session

1:00 - 4:30      Checking the Right Brain: Experience and the Social Customer
Paul Greenberg

There is no question that a new CRM strategy has to be planned around a customer experience is so engaging that it makes the customer a lifelong advocate. But to do that, you have to know what the customer actually thinks of you. To do that you need to understand the customer’s experience with you – not the one that you presume is their experience – but the actual experience. That is the voice of the customer. That information is best understood when it comes from a natural environment. Not only are you going to learn why experience mapping is important to a real perspective on your customer but also what tools you need to employ in engaging that customer while continuously monitoring and understanding their experience. That’s the way 21st century insight works. The customers value to you comes when you provide value, transparency and an authentic relationship. The strategy sets that program up. The tools create the capability for the engagement. Don’t learn it at your own risk.

2:45 - 3:00     Break

3:00-4:30    Checking the Right Brain (Continued)

4:30-5:00    Day Two Wrap-up